SAN FRANCISCO: Wired Magazine will soon open its first "pop-up" retail store in order to highlight the magazine's gadget prowess, further extend the brand, and connect advertisers with readers.

The "pop-up" space, in the Soho district of Manhattan, will feature 65 products. It will be open from November 18 through December 24, 2005.

"The intent is that it reconfirms that the Wired brand [stands for] smart, cool, hip, and technology," Drew Schutte, publisher and EVP said. "We have to make sure everything we do delivers on those characteristics."

Most of the products made available at the store will have been reviewed in the magazine, and some products would debut there.

Zeno Group, the magazine's AOR, is handling promotion of the store, including outreach to local television outlets that may want to shoot there. The store will hold a reception for the press and VIPs on the 16 and the New York Times Style section will run exclusive shots of the interior with a story on the 17.